“I would argue that every company in the US has a purpose problem,” argued Matthew Lieberman, chief marketing officer for the US and Mexico at consultancy PwC.
“Purpose is on everyone's lips in corporate America,” he explained to delegates at the Association of National Advertisers’ (ANA) 2020 Masters of B2B Marketing Conference.
But, as a recent PwC survey demonstrates, when companies talk about purpose, often "they're talking to themselves about themselves.”
The “purpose gap” poses risk to reputation, talent retention and revenue
The truth is in the numbers: Even as companies pride themselves on public pronouncements of being “purpose-led,” the...